The check-out page is the most important part of your online store. On this page, people hand you over their credit card numbers and other personal information in order to buy something from your site. That’s why this is the place where they should feel most comfortable and most secure.
Make sure you have full control over the entire check-out process and you will get a reputation as a business that can be trusted. There is no better commercial than that.
Reassure your customer about their safety
Almost half of potential buyers leave the check-out page because of the safety concerns. So it’s your job to provide details about the safety measures you have put in place. The first step is having a Secure Sockets Layer (SSL) on your website (and naturally to keep it visible). Next, you need to comply with the standards of PCI Security Standards Council (PCI SSC). These standards are enforced by payment card companies and they also come with the badge you should keep visible on your site.
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Make sure not only money but the personal information of your customers is safe. Choose antivirus software which will keep you safe from malware and other phishing attempts. Tell your customers what kind of software you are using (for instance on FAQ page) and provide them with testimonials about its efficiency. Just make sure that software is compatible with all browsers and that it works with a mobile app as well.
Use a variety of payment methods
This should go without saying, but you would be surprised. Customers should have a variety of payment options to choose from, not just because you want to have more customers, but because people prefer the option they know and trust. This doesn’t mean you need to have every imaginable option, but there should definitely be a place for all major credit cards and direct bank transfer. Naturally, you should include more advanced single click payment options such as the one provided by Promise Pay.That should keep most of the population covered.
Follow this up with a notification about the payment process that the customer can receive on their phone or e-mail address. This could be easily set up and it won’t cost you a lot, but it brings a lot of comfort to the buyer. Naturally, you shouldn’t charge this extra or if you choose to do so, make sure the customer is aware of it. Following transactions can go both ways – so it can be a useful tool for you as well.
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Make the interface simple
Companies naturally want the customers to set up an account on their sit because this gives them access to their e-mail, which they can use for advertising purposes. It also helps with getting a bit of information about the demographics of your buyers. For the customer, it’s just another inconvenience. It requires them to remember one more password and it’s an extra step before actually shopping can start. The best solution for this issue is to leave two options to your visitors – to sign in if they want to use some extra features or to continue shopping “as guests”. First-time customers will choose the second option and if they return, you can advertise more aggressively. This way everyone feels safe about giving up their e-mail.
Also, when you’re asking customers to sign up – ask them only necessary questions. Anything more than this feels like an invasion of privacy. If possible, make some questions mandatory and leave it to the customers to choose what other information they are willing to give.
The check-out page is the last thing your clients see, but it is a deal breaker.